We are excited to announce a powerful native integration with Zoom Webinars is now live and available to Act-On customers. Customer feedback indicated this as a top feature request and we are delighted to announce its release.

Between the digital revolution, consumer demand for more convenient virtual experiences, and the outbreak of COVID-19, traditional in-person events have been moved almost entirely online. This evolution has further positioned webinars as one of marketing’s primary communications channels.   

Nothing else reaches your digital audiences as directly, effectively, and easily as a well-planned and executed webinar. Yet, most marketers manage webinars as distinct and separate from their marketing automation solutions, making it difficult to capture and integrate webinar behaviors in contact scoring.

The integration of webinar management in the Act-On marketing automation platform allows marketers to better leverage webinars as lead qualifiers by capturing and scoring critical contact behaviors related to webinar invitations, registrations, and attendance. Our integrations with the top webinar market leaders — GoToWebinar, WebEx, and now, Zoom Webinars — enable customers to easily connect and coordinate webinar management into their automated marketing workflows.

Virtual Events Made Easy

Stand-alone webinars are intuitive and easy to plan, launch, and manage, but they don’t allow you to track invitee behaviors. Once integrated with Act-On, however, marketers can effortlessly track webinar invitee responses, registrations, and attendance — and score these behaviors to better understand a contacts’ engagement and intent. And with our set-it-and-forget-it integration with Zoom Webinars, the two platforms will share critical webinar data for better, more holistic insights across your marketing channels and initiatives. 

Act-On + Native Zoom Webinars Integration Use Cases

By automating data exchange and workflows, Act-On’s native webinar integrations - now including Zoom Webinars - enable marketers to fully embed webinars and their related data into their marketing programs. 

Webinars are most powerful when they reinforce existing marketing campaign messaging, thought leadership, and viewpoints. And as integrated with Act-On, they can be scheduled as key targeting and messaging components in an Automated Program, paired up with multi-touch email and SMS outreach programs, or positioned as the centerpiece of a best practices education effort. The sky’s the limit. 

Webinars as a messaging platform. Scoring and segmentation help marketers identify which of their contacts are mostly likely to respond to a particular message at a particular time. When their webinar and automation solutions are integrated, the webinar can be the best channel to inform and engage the contact, increasing purchase intent and brand affinity. 

Webinars as central to a multi-touch program. As the name implies, your marketing automation program should be as automated as possible. Manually processing webinar data exchanges or behavioral scoring is time-consuming and inefficient, and substantially raises the risk of error in inaccurate or lost data. Integrating your webinar channel  can be the glue that holds your entire outreach, messaging, targeting, and engagement flow together. Distinct and separate marketing webinars are a thing of the past.  

Webinars as a behavioral scoring goldmine. For many organizations, webinars are the most effective engagement channel for both prospects and customers. By tracking behaviors from initial invite to post-webinar follow-ups, these virtual events often indicate intent more accurately than other marketing channels. And these behaviors further enrich contact scoring, targeted segmentation, and future planning.

Next Steps 

To get started, ensure your Zoom account is set up and ready to go by confirming you have a Zoom Webinars license. Per the image below, within the Act-On platform, go to Settings, Connectors, and then to Webinars. You will see Zoom as one of your webinar platform options. When you click on Connect, a popup window will allow you to log in to your Zoom Webinars account and initiate the connection. Once connected, your Act-On and Zoom Webinars integration will allow you to manage your webinars and track and score your invitee behaviors.   

You can also check out the Act-On Zoom Webinars How-To Demo Video.